Just when you think you’ve figured out the rules, Google changes the game. This time, Google is doing it with Google Instant.
Google Instant now appears on most Google search pages. Try it for yourself. You’ll likely see that your search results actually change before your eyes…while you type in your keywords.
Here’s an example:
A homeowner looking to solve a bathtub and tile problem goes to Google and types in the term “bath tub covers”. In the past, Google served up a single page of search results. The homeowner then clicked on one or more listings and ads, and off they went. It was simple, and was representative of how every search engine has worked since the dawn of the Internet.
You’ve had your Web site address for some years now. That’s the address (i.e. www.XYZ.com) you give homeowners in your ads so they can go online and find out more about your company. You don’t think yours is a particularly ‘good’ one, and doesn’t really describe what you do any more. So you think it’s time for a change.
Well, think again.
Because when you swap your old Web site address for a slick new one, you’ll sacrifice one of your principal online marketing assets. That factor is a key criteria that Google uses to determine your search rankings: longevity.
In my last post, I shared how Sears has natural advantages over local home improvement companies when it comes to online lead generation. Sears has national buying power — online advertisers just love that because they work with a single client that can buy out their entire inventory of online leads and advertising.
Smaller home improvement companies can’t make national buys. That puts them at a significant disadvantage over the big national players.
So, how do the local guys fight back? The answer is for them to look to the brands and manufacturers of the products they sell.
Every week, Todd Bairstow—our online expert—shares his wisdom on an aspect of Internet marketing for home improvement companies. You can read his thoughts here on his blog or you can subscribe, and we'll send you his latest posts each week.
